5 business reasons to rebrand September 2019

There are many reasons why a business needs to rebrand. This Pdf provides examples of some of the main business strategy focused examples:

1. Direction2. Alignment3. Perception4. Ambition5. Business Fit

When done properly rebranding can be a game changer for your business visibility, perceptions and growth. To achieve this it is important that your rebranding has a tangible ROI and wider business value.

https://www.rnelectronics.com

1. Direction appealing to new sectors

RN Electronics A well established electronics test house who wanted to change perceptions and be seen as a serious player for larger companies, particularly for advanced technology / 5G testing.

Rebranding focused on the target audience with more corporate style messaging and changing the visual focus away from showing test equipment to marketplace applications imagery. The brand logo was not changed during this rebrand phase.

PREVIOUS WEBSITE

https://jshouseofdesign.co.uk

2. Alignment bringing brand in line with the business

J&S House of Design Kitchen & home designers whose previous branding did not capture the true essence and style of the business. We worked with them to provide a brand that fitted who they really are.

The primary focus of this rebranding was to capture the contemporary nature of the business, using a mix of: - a contemporary teal colour- large aspirational imagery- focused messaging to tell their story - instant designer feel using the new ‘Inspired Creativity’ brand promise

HOUSE OF DESIGN

Their logo was updated to give more design to the building outline and use a more contemporary sans serif font. The JS lettering is distinctive and well established so this was kept with a better layout balance and colour change to the new branding.

NEW LOGO PREVIOUS LOGO

PREVIOUS WEBSITE Original more traditional & dated brand style

http://www.beaconwantage.co.uk

3. Perceptions overcome negatives

The Beacon Wantage In order to overcome a poor local reputation Wantage Civic Hall’s rebrand included a new name, changing to The Beacon Wantage, with a complete change of positioning and brand identity.

It was about changing attitudes and creating a positive brand style, including the brand promise: ‘Illuminating the local community.’

https://thesolidbarcompany.com

4. Ambition safe is not enough

The Solid Bar Company Recently relocated back to the UK from The Caribbean and have ambitious growth plans for their eco luxury personal care products in the high street and online to consumers.

The rebranding was made to fit the needs of the retail marketplace in the UK and better reflect their quality positioning. A new logo and product labelling design was developed as part of the brand change.

PREVIOUS BRAND & LABELLING

SolidThe

companyBar

Sugar & SpiceCRAFTED FOR YOU AT THE OLD BAKEHOUSE

– https://www.sugarandspicebakery.co.uk

5. Business Fit brand repositioning

Sugar & Spice Trade cake bakehouse selling through wholesale distributors and direct to retail food outlets, but their original branding had a more lifestyle, consumer feel. This rebrand was about developing a confident brand for the B2B market. This rebrand shows that the identity design needs to fit closely with the business strategy and market positioning.

PREVIOUS BRANDING

• Don’t make cosmetic changes that are only about the identity.

• Always have a strategic business rationale.

• Consider all brand dimensions, including your position in the market, brand story, character & identity design.

• Take clients, staff & stakeholders with you.

• Be clear on what success looks like.

Rebranding essentials

Gap’s identity rebrand in America lasted a week before consumer backlash made them change back to the original branding.

• Don’t make cosmetic changes that are only about the identity.

• Always have a strategic business rationale.

• Consider all brand dimensions, including your position in the market, brand story, character & identity design.

• Take clients, staff & stakeholders with you.

• Be clear on what success looks like.

luna branding ltd 14 market place faringdon oxfordshire SN7 7HP

luna branding.co.uk 01367 705055 talk@lunabranding.co.uk Registered in England & Wales: No. 08899686

VAT number: 779 1220 16